Clearly

What Clearly does

Clearly B.V. is a Netherlands-based direct-to-consumer health supplement brand operating across 16 European countries through its own localized e-commerce storefront at clearly.eu. Founded by Dutch entrepreneurs who cite personal health struggles as the catalyst, the company built a portfolio of 25+ SKUs spanning botanical supplements (Ashwagandha KSM-66, Curcumin Meriva, Rhodiola, Berberine, Quercetin), functional mushrooms (Lion's Mane, Cordyceps, Reishi, Chaga, Maitake), performance nutrition (Grass-fed Whey, Creatine, Electrolytes, L-glutamine), bone/joint/spirit products (Collagen variants, Omega-3, D3+K2, Zinc Albion, Magnesium variants, L-theanine), and adjacent food and beverage (Matcha, Extra Virgin Olive Oil, Mushroom Coffee, Protein Iced Coffee, Not Coffee). Underlying product technology consists of branded, clinically validated ingredient supply partnerships — KSM-66 (Ixoreal Bio), Meriva (Indena), Albion zinc bisglycinate, and 98%-purity HPLC-verified L-theanine — with final production and lab-tested quality control conducted in the Netherlands.

The business model combines one-time DTC purchases, the 'Routine' subscription product (offering a 15% discount with 4/6/8/12-week delivery cadences and pause/cancel/change controls), a tiered Clearly Rewards loyalty program (Member through Gold), an affiliate referral program paying commission per referred order, and a B2B wholesale program for bulk resellers. Products are priced broadly between €8.50 and €45, with subscription SKUs averaging ~15% below one-time pricing. Distribution is exclusively direct, although the wholesale and affiliate arms extend reach via channel partners. The customer base is exclusively individual health-conscious consumers in Europe; no enterprise or B2B anchor customers are disclosed. Marketing is content-first, anchored on an 11-person in-house content team producing video for TikTok, Instagram, and Facebook as the primary acquisition channel, supported by email and the loyalty program as retention levers.

The company is privately held (Clearly B.V., jurisdiction Netherlands) with no disclosed venture or institutional funding and no management team bios in the input data — consistent with a founder-controlled, bootstrapped operating model. Corporate infrastructure is centralized at a single Amsterdam headquarters (Nijenburg 2A, Amsterdam Zuid, Buitenveldert). Operational scale signals include 33 active job openings across content, operations, community, marketing, and product, a Trustpilot rating of 4.8/5 over 1,022 reviews, and over 10,000 verified product reviews aggregated on the storefront. SKAL BIO organic certification (NL-BIO-01) governs the organic-classified portion of the catalogue.

Name

Clearly

Legal name

Clearly B.V.

Website

https://clearly.eu

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191), Grocery and Related Product Merchant Wholesalers (4244)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Vitamins & Minerals (Single Nutrients) (CRADAGAB)

akta.pro secondary industry

Ingredient Blends & Systems / Custom Formulation (Seasoning Systems, Functional Blends) (CRADAOAO)

Keywords

• Dietary supplements
• Functional mushrooms
• Nootropic supplements
• Plant-based nutrition
• Adaptogen blends

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Direct E-commerce Sales: One-time product purchases through clearly.eu website. Customers can browse and purchase individual products across categories including supplements, mushrooms, performance, food, and wellness products.
2. Subscription (Routine): Recurring subscription model offering 15% discount with automatic deliveries at customer-selected intervals (4, 6, 8, or 12 weeks). Customers can pause, cancel, adjust frequency, or add products anytime through their account.
3. Loyalty Program: Clearly Rewards loyalty program where customers earn points for every euro spent. Points can be redeemed for discounts or free products. Status levels (Member, Bronze, Silver, Gold) provide escalating rewards and benefits.
4. Affiliate Program: Partners earn commission for every order placed through their referral link. Affiliates can earn recurring income by promoting Clearly products.
5. Wholesale/Bulk: B2B wholesale program for bulk purchases. Interested parties can apply through their typeform to explore partnership opportunities.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Clearly is a Dutch direct-to-consumer brand that develops, brands, and sells premium, transparently sourced dietary supplements, including functional mushrooms, nootropics, adaptogens, plant-based nutrition products, collagens, protein powders, and functional beverages. Products are sold primarily through the brand's own e-commerce store, supported by an optional Routine subscription program and a small wholesale partner network.

Product overview

Clearly is a direct-to-consumer health supplement brand from the Netherlands offering a comprehensive portfolio of dietary supplements, functional beverages, and wellness products. The product line includes botanical supplements (Ashwagandha KSM-66, Curcumin Meriva, Rhodiola, Maca Mix, Berberine, Quercetin), mineral and vitamin products (Magnesium variants, Zinc, D3+K2, Omega-3), mushroom-based products (Lion's Mane, Cordyceps, Reishi, Chaga, Maitake, Mushroom Mix, Mushroom Coffee, Not Coffee), protein and fitness supplements (Grass-fed Whey, Protein Iced Coffee, Creatine, Electrolytes, L-glutamine, Collagen variants), food products (Matcha, Extra Virgin Olive Oil), and lifestyle gear (Clearly Bag, Shaker, Stainless Steel Bottle). The brand operates a subscription model called 'Routine' providing automatic deliveries with 15% discount, and maintains a loyalty rewards program with tiered status levels. Final production occurs in the Netherlands under the company's direct control.

Differentiator

Problem solved

Functional benefit

Products and services

• Ashwagandha (KSM-66) Single-ingredient ashwagandha supplement formulated with branded KSM-66 full-spectrum root extract, marketed to support stress resilience and recovery for health-conscious consumers.
• Curcumin (Meriva) Single-ingredient curcumin supplement using the Meriva phytosome form, positioned for joint and inflammatory health support.
• Magnesium Mix Magnesium blend supplement marketed for daily magnesium intake and muscle, sleep, and recovery support.
• Magnesium Bisglycinate Single-ingredient magnesium bisglycinate supplement targeted at sleep, relaxation, and muscle function.
• D3 + K2 Combined vitamin D3 and K2 supplement marketed for bone health, immune support, and daily vitamin sufficiency.
• Zinc Single-ingredient zinc supplement marketed for immune support and daily mineral intake.
• L-Theanine Single-ingredient L-theanine supplement marketed for calm focus, sleep support, and stress reduction.
• Lion's Mane Single-ingredient Lion's Mane (Hericium erinaceus) functional mushroom supplement marketed for cognitive support and focus.
• Mushroom Mix Blend of multiple functional mushrooms marketed as a daily cognitive and immune support supplement.
• Cordyceps Single-ingredient Cordyceps functional mushroom supplement marketed for energy, stamina, and athletic performance.
• Reishi Single-ingredient Reishi functional mushroom supplement marketed for relaxation, sleep, and immune support.
• Chaga Single-ingredient Chaga functional mushroom supplement marketed for antioxidant support and daily wellness.
• Maitake Single-ingredient Maitake functional mushroom supplement marketed for metabolic and immune support.
• Grass-fed Collagen Grass-fed bovine collagen supplement marketed for skin, hair, nail, and joint support.
• Fish Collagen Marine-sourced fish collagen supplement marketed for skin elasticity, anti-aging, and joint support.
• Grass-fed Whey Grass-fed whey protein supplement marketed for muscle recovery, protein intake, and sports nutrition.
• Creatine Single-ingredient creatine monohydrate supplement marketed for strength, performance, and muscle recovery.
• Electrolytes Electrolyte blend supplement marketed for hydration, sports performance, and daily mineral replenishment.
• Omega-3 Omega-3 fatty acid supplement marketed for cardiovascular, cognitive, and inflammatory health.
• Berberine Single-ingredient berberine supplement marketed for metabolic health and blood sugar balance.
• Quercetin Single-ingredient quercetin supplement marketed for antioxidant and immune support.
• Rhodiola Single-ingredient rhodiola rosea adaptogenic supplement marketed for fatigue reduction and mental performance.
• Maca Mix Maca-based blend supplement marketed for energy, hormonal balance, and libido support.
• L-Glutamine Single-ingredient L-glutamine amino acid supplement marketed for gut health, recovery, and muscle support.
• Colostrum Bovine colostrum supplement marketed for immune support, gut health, and recovery.
• Matcha Premium matcha green tea powder marketed for sustained energy, focus, and antioxidant intake.
• Mushroom Coffee Coffee blended with functional mushrooms, marketed as a focus and cognition-supporting alternative to regular coffee.
• Not Coffee Caffeine-free functional beverage combining mushrooms and adaptogens, positioned as a coffee alternative for focus and calm energy.
• Protein Iced Coffee High-protein iced coffee functional beverage combining protein, caffeine, and coffee for on-the-go sports nutrition and focus.
• Extra Virgin Olive Oil Premium extra virgin olive oil marketed as a daily functional food for heart and metabolic health.
• Routine Recurring subscription program that bundles and delivers Clearly supplements on a scheduled cadence, offering convenience, adherence, and subscription-based pricing for repeat customers.

Quantifiable outcome

• 4.8 out of 5 stars on Trustpilot (1,022 reviews)
• +1 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• SKAL BiologischcoreOthersSKAL is the Dutch authority that oversees all certified organic products in the Netherlands. Clearly is officially BIO-certified under European law, inspected and approved by SKAL, meeting strict EU standards for sourcing, transparency, and production.
• Wholesale PartnersminorChannel Partner/ Reseller/ DistributorB2B partners who purchase Clearly products in bulk for resale or distribution. Partners can apply through clearly.typeform.com/wholesale to explore partnership opportunities.
• Affiliate PartnersminorGTM or Marketing PartnerMarketing partners who earn commission by promoting Clearly products through their personal referral links. Affiliates spread the word about Clearly and earn for every qualifying order placed through their link.
• Ixoreal Bio Inc. (KSM-66)coreOthersSupplier of KSM-66, the most researched ashwagandha extract. Clearly sources this specialized ingredient from Ixoreal Bio as they 'search the world for the best sources' - 'for almost every ingredient, someone who does it better, that's who we work with.'
• Indena S.p.A. (Meriva)coreOthersSupplier of Meriva curcumin complex - a patented curcumin formula with 30x better absorption than standard extracts. Supported by 35+ human clinical trials. Clearly sources this specialized ingredient as part of their commitment to #1 quality.
• Albion Minerals (Zinc Bisglycinate)coreOthersSupplier of Albion zinc bisglycinate - a patented form of zinc with proven high bioavailability. Clearly uses this form because 'for almost every ingredient, there's someone who does it better, that's who we work with.'

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Solgar: Established global vitamins and supplement brand with broad category coverage. Overlaps on Clearly's vitamin and mineral SKUs (D3+K2, Zinc, Magnesium, Omega-3) as a heritage incumbent.
• Thorne: Established premium supplement manufacturer with broad multi-SKU portfolio sold DTC and through practitioners. Overlaps on the high-quality, clinically-validated supplement positioning across vitamins, minerals, and botanicals.
• Hims & Hers: Large D2C wellness/subscription platform with growing supplement line (including women's health and hormonal wellness). Comparable subscription + content-led GTM operating at vastly greater scale.

Direct peers

• Real Mushrooms: Pure-play functional mushroom extract brand selling Reishi, Lion's Mane, Cordyceps and Chaga supplements. Overlaps directly with Clearly's functional mushroom SKUs (Lion's Mane 4:1 extract, Cordyceps, Reishi, Chaga).
• Care/of: D2C personalized vitamin/supplement brand with subscription model and transparency-first branding (named sources, dosages). Direct competitor on DTC transparency positioning and recurring delivery model.
• AG1 (Athletic Greens): Premium daily D2C greens/supplement brand with subscription model. Closest direct competitor — both sell curated, premium-priced daily wellness stacks online with strong brand and ingredient transparency positioning.
• Ritual: D2C supplement brand built on ingredient traceability and 'made traceable' transparency. Direct competitor on the transparency-led positioning, multi-SKU portfolio, and digital-first subscription model.
• Four Sigmatic: Mushroom-based D2C wellness brand offering mushroom coffee, hot cacao, and elixirs. Direct overlap with Clearly's Not Coffee, Mushroom Coffee, and mushroom extract line-up.
• Hifas da Terra: Spanish/European mushroom supplement specialist with strong mycotherapy portfolio (Reishi, Lion's Mane, Cordyceps). Comparable European peer overlapping in mushroom extracts and wellness positioning.

Emerging players

• Momentous: Premium D2C sports nutrition and supplement brand targeting performance-conscious consumers. Overlaps on the premium-protein, creatine, and performance category Clearly competes in.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Customer concentration

• Facebookfacebook.com/clearly.eu
• Instagraminstagram.com/clearly.eu
• TikToktiktok.com/@clearly.eu
• LinkedInlinkedin.com/company/clearly1

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Clearly